“Do what I say…and what I do!” The role of weathercasts in hurricane preparedness Tyra L. Brown Ph.D. Candidate Dept. of Conflict Resolution Studies Nova Southeastern University

People + Weathercasts = a ‘preparedness state of mind’ "Being prepared is more about a state of mind than a stack of supplies." ~ Craig Fugate, FEMA Administrator

Severe Weather Preparedness & Society What we know Accurate forecasting does not mean people will prepare There are a number of sociocognitive factors that influence behavioral responses to natural disasters People seek weather information from a variety of sources but weathercasts are a primary source for severe weather events, e.g. hurricanes What we know less of What preparedness information are people receiving from weathercasts? How, when, and how often is it provided? Is preparedness information provided in a way that supports the behavioral process of hazard adjustment adoption?

Theoretical Framework Social Construction Theory Mass Media Effects / News Framing Social Cognitive Theory of Mass Communication

Social Construction Theory Knowledge is constructed and shared by members of a society through language and other communicative acts. (Gergen, 2009; Berger & Luckmann, 1967). Mass media helps to construct and maintain the social world (Ibroscheva & Ramaprasad, 2008) The examination of documents can provide insights into the construction of personal beliefs and reflect certain kinds of rationality as they often embody social rules that govern behavior (Lindlof & Taylor, 2002).

Mass Media Effects/News Framing Theory News Framing suggests that the characterization of an issue will influence one’s understanding of that issue. (Scheufele & Tewksbury, 2007). Media focuses viewers’ attention on certain events and through the selective use of words and images, communicates those events within a specific meaning context (Davie, 2010).

Social Cognitive Theory of Mass Communication We acquire knowledge and skill through observational learning, media content influences beliefs and sense/decision- making. (Bandura, 2001) Mass communication systems such as media have been determined to utilize both direct and socially mediated pathways to influence changes in human behavior. Televised representations of social realities, such as weather emergencies and/or disasters can influence social norms, relations and ideological beliefs based upon how an issue is portrayed.

Methodology Qualitative study Content Analysis Data Analysis News Media Framing (21) evening news segments Aired from August , 2005 Data collected from Vanderbilt TV News Media Achieves Limitations: loss footage, time, resources Delimitations: expanded beyond watch/warning timeframe, focused on specific time within active hurricane season

Research Process Overarching Framework guided by Altheide & Schneider (2013) twelve- step qualitative document analysis process and the List of Frames media framing approach (Tankard, 2001). Step 1: Determine the unit of analysis Step 2:Construct a protocol Step 3:Data collection and coding Step 4: Data analysis – conceptual refinement, identify key characteristics; compare/contrast broad categories Step 5: Data analysis - examine for themes and frames Step 6: Reporting – brief summaries with examples; integration of key concepts and theoretical interpretations

Initial Protocol Coding Categories Weathercast Identifier Topics Index Information Focus Visual/Graphics Index Descriptive Language Preparedness Focus Other Emergent Themes/Frames Summary Reflexive notes/comments

Next Steps & Timeline Mar/AprFeb/MarJan/Feb Dec/Jan Nov/DecOct/Nov Committee Feedback IRB Draft Protocol Data Collection Recording Data Analysis Reporting Submit Draft Committee Revisions Revisions/Edits Professional Editor Defense